Advertising and Socialism : The Nature and Extent of Consumer Advertising in the Soviet Union, Poland, Hungary and Yugoslavia

The Soviet economy and the organisation of Soviet advertising lntrod uction Soviet advertising organisations Appendix Organisation charts 3 Soviet advertising expenditure Volume Growth and constraints on the supply of advertising Appendix Space rates to domestic advertisers in the Soviet press 4 The nature and functions of Soviet advertising Product-mix Media-mix Finance Content Conclusions Appendix The rational consumption norms Part II Eastern Europe 5 Relative income levels and differences in economic systems in Eastern Europe vii v vi Contents Appendix 1 Comparative GNP and consumption ~~ M Appendix 2 Relative importance of state, cooperative and private enterprise 91 6 The marketing environment Poland 95 Hungary 98 Yugoslavia 7 The organisation and functions of advertising fula~ 1M Hungary Yugoslavia 8 Advertising expenditure data Poland 131 Hungary Yugoslavia Comparisons of expenditure 9 Conclusions Appendix A Front Matter....Pages i-x Introduction: Advertising, Soviet-type economies and economic systems....Pages 1-14 Front Matter....Pages 15-15 The Soviet economy and the organisation of Soviet advertising....Pages 17-35 Soviet advertising expenditure....Pages 36-48 The Nature and Functions of Soviet Advertising....Pages 49-74 Front Matter....Pages 75-75 Relative income levels and differences in economic systems in Eastern Europe....Pages 77-94 The marketing environment....Pages 95-106 The organisation and functions of advertising....Pages 107-128 Advertising expenditure data....Pages 129-147 Front Matter....Pages 149-149 Conclusions....Pages 151-155 Back Matter....Pages 156-171 This title was first published in 1974.